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The launch of ´óÏó´«Ã½ Persian television fulfilled a major commitment, while radio and online developments reinforced the ´óÏó´«Ã½'s multimedia presence in a key region.

´óÏó´«Ã½ Persian television went on air on 14 January 2009. The launch, on budget, fulfils ´óÏó´«Ã½ World Service's commitment to developing its widely respected Persian radio and online services into a fully trimedia operation.

The new channel is available to a region of more than 100 million Persian speakers in Iran, Afghanistan and Tajikistan.

Anyone with access to a satellite dish or a cable connection can receive live broadcasts, eight hours a day.

Programmes are also available globally 24 hours a day via .

In Iran, where international channels are widely watched despite a ban on satellite dishes and restricted internet access, the new channel made an immediate impact.

One blogger described the launch as "explosive".

"´óÏó´«Ã½ Persian television is changing the media landscape in Iran," says Behrouz Afagh, Regional Head, Asia Pacific Region. "It is setting standards. Audiences are saying that. Even the Iranian authorities acknowledge it."

Funded from ´óÏó´«Ã½ World Service's Grant-in-Aid, ´óÏó´«Ã½ Persian television aims to win 10 million viewers by 2012, giving the ´óÏó´«Ã½ a combined radio, television and online reach of almost 20 million.

Its youthful, open-minded style is designed to have special appeal in Iran, where two thirds of the population is under 30.

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Persian Forum

Programmes reflect the richness of Persian culture and give everyone a chance to express their views.

The ´óÏó´«Ã½ is fast becoming the forum for debate among Persian speakers from different backgrounds and regions.

More than a thousand texts, emails and webcam messages are received daily from people wanting to take part in interactive programmes.

"It is a truly global conversation among Persian speakers of a kind never seen before," says Andres Ilves, Head of ´óÏó´«Ã½ Persian and Pashto. "Someone from the Iranian city of Mashad could be debating current events with people of all ages from Afghanistan, Dubai and Toronto. And it is the ´óÏó´«Ã½ that is making it possible."

Broadcasting from a new newsroom in London alongside ´óÏó´«Ã½ Arabic television, most of the 140-strong team were recruited from Iran and had no previous television experience.

After eight months of training and with ´óÏó´«Ã½ mentors on hand to help, they won praise for the quality and production standards of the new channel.

"I have been involved in over a dozen channel launches in various parts of the world, including the UK, and they are undoubtedly the most creative and quick-to-learn group of people I have ever worked with," says editorial launch director Rob Beynon. "It is amazing to watch."

Although Iran remains closed to ´óÏó´«Ã½ Persian reporters, a Tehran-based news correspondent reports in English for the ´óÏó´«Ã½ across platforms and channels.

The new channel builds on the reputation and experience of 68 years of ´óÏó´«Ã½ radio broadcasts and eight years of online content in Persian.

According to independent research, audiences regard the ´óÏó´«Ã½ as one of the most trusted, impartial and objective international radio news providers in the Persian-speaking world.

"Our research shows a real appetite for balanced and fair reportage without a preconceived agenda - and we aim to provide it," says Steve Williams, Executive Editor, Asia Pacific Region.

The presence of ´óÏó´«Ã½ Persian TV is also bringing the richness of Iranian life to a wider audience.

A number of programmes have been co-produced for ´óÏó´«Ã½ World News and UK channels.

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Richer viewing

Meeting growing need

Television has growing impact in Afghanistan but radio remains the dominant medium. Nearly two out of three adults listen at least once a week to BBc programmes, now increasingly available on FM. "The need is on the increase", says Andres Ilves." About 40% of the people who listen to us in Afghanistan only began doing so in the last couple of years."

A special news and current affairs programme in Pashto was launched for listeners in southern and eastern Afhanistan, including the Pakistan border.

• News: The ´óÏó´«Ã½ Persian television schedule is led by the latest international and regional events, which are given a global perspective. Viewers exchange opinions on the day's events. ´óÏó´«Ã½ correspondents host in-depth weekly programmes of analysis and major interviews.
• Debate: Nowbat-E Shoma (Your Turn) is a weekly interactive debate programme on TV, radio and online, with contributions via telephone, email, SMS and webcam. Emrooziha (Youth) reviews global news events for young viewers and gives them a place to share their opinions.
• Documentaries: A weekly showcase of the best Iranian, Afghan and Tajik documentary films is followed by reviews and discussion.
• Music: Kook (Tune) Behzad Bolour presents Iranian and world music, with major interviews, the latest videos and charts.
• Sport, film, technology, arts and culture are regular programme highlights.

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